Can I Add Negative Keywords to All Campaign Types?
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Quick answer
Negative keyword application by Amazon advertisers allows exclusion of irrelevant or non-converting search terms in Sponsored Products and Sponsored Brands campaigns. This helps improve ad efficiency and control spend. However, Sponsored Display campaigns do not support negative keywords, requiring different optimization strategies. Understanding where negative targeting is available is essential for managing advertising costs and increasing return on investment.
Many Amazon sellers wonder if negative keywords work across all ad campaign types. Knowing where you can use these exclusions can have a direct impact on your campaign performance and ad spend.
Where Negative Keywords Are Allowed
Amazon currently permits negative keyword settings in two main campaign types: Sponsored Products and Sponsored Brands. In these campaigns, you can create negative keyword lists to prevent your ads from appearing on irrelevant searches, which helps reduce wasted spend and allows you to focus on higher-converting keywords.
Sponsored Display Campaigns: The Exception
Sponsored Display campaigns, unlike other formats, do not offer negative keyword options as of now. This means you'll need to rely on alternative methods—such as refining audience targeting or adjusting placements—to ensure your ads reach the right shoppers. Regular campaign review remains essential for optimization here.
Using Tools for Efficient Negative Targeting
To streamline identifying ineffective search terms for negative targeting, consider using solutions like the Amazon Negative Keyword Tool by Todoza. Such tools analyze search term reports and help build a prioritized list of candidates for negative targeting, maximizing your efficiency and supporting more controlled ad spend without making automatic changes.
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Related guides
Knowing where negative keywords can be applied is key when aiming to lower ACoS through negative targeting. For a deeper dive on optimizing your campaigns, revisit the main guide on lowering ACoS with negative targeting strategies.